As digital ad identifiers like cookies decline in value, advertisers are being forced to look back to what many consider the old-school art of contextual ad placement.
But, infused by software, context is a tactic that, whilst it appeals to audience’s emotions, can also be super-charged by programmatic.
In this video interview with Beet.TV, Sean Clayton, executive director, solutions officer at WPP’s Mindshare, explains why he is so excited about moving beyond cookies.
“We can actually move toward what I consider this heart and mind alignment,” Clayton says. “The functionality is moving into more contextual-based media, contextual-based advertising.
“Context has always been considered this old-school thing of the past. But, really, as you start understanding that people move in waves, they move in larger cohorts, the ability to start executing against those cohorts is actually pretty exciting, especially when you can look within the programmatic ecosystem.
“(It) allows also for …